传统广告中女性形象塑造的文化根源

The Cultural Source of the Female Image in Traditional Advertisement

自从有了社会意识,人们就开始按照社会审美的标准来塑造自己的形体。西方文化中的审美理念以追求"人体美"为核心,重点突出人体的美感,而女性美的标准则是突出女性的性别特征。从哲学的角度来看,女人是男人可有可无的助手;而从广告人的角度来看,女人则是掌管着一切财政支出的统治者。广告对于女人是无声胜有声的表白,它既能指明这个女人的社会地位,同时也具体地体现了女性的自恋。关心美貌和盛装打扮对于女性来说是一种工作,社会习俗更加深了这种以貌取人的倾向,逐渐形成了固定形式的审美标准。

Since the emergence of social consciousness,people have begun to shape their bodies in accordance with the aesthetic standards of the society.The core of the aesthetic concept in Western culture is Body Beauty,which is emphasizing the beauty of body.And the standards of female beauty are focused on gender characteristics.In a philosophical point of view,women are dispensable assistants for men.However,women are in charge of all the financial expenditures in the advertiser’s point of view.Advertising for women is a kind of silent unburdening than words.It can not only specify the woman’s social status,but also embody women’s narcissism.It is work for the woman to care about the beauty and dress up.The tendency to judge the person from the appearance is deepened by the social custom and become the fixed aesthetic standards gradually.